Communicating brand values is essential for marketers to connect with consumers who are using their purchasing power to advocate for social justice and environmental issues, Ambreen Ali writes. Ali cites several research studies that highlight the importance of brand values and examples of brands that have evolved messaging thanks to changing consumer demands.
HP Instant Ink has released a back-to-school "HP Pays Your PTA" campaign that centers on a "Back-to-School, Alright!" song that spoofs "Everybody (Backstreet's Back)" by the Backstreet Boys. One spot stars Justin Baldoni and his family, while another stars viral YouTubers the Holderness Family with cameos from dancing teachers, and the push encourages parents and teachers to post videos of themselves lip-syncing to the song on Instagram Reels with #HPPaysYourPTA to tout school fundraisers, with the brand donating up to $3 million.
Edelman created a full-page ad in The New York Times on Sunday for Unilever's Degree that urges the fitness industry to join the brand's TrainersForHire.com and work with athletes with disabilities to make fitness centers more inclusive. The campaign, fueled by a survey that shows 81% of people with disabilities feel unwelcome at centers, includes personal notes to fitness brand executives, out-of-home billboards and mobile ads, plus pop-up cycling classes in New York City led by American Paralympian Blake Leeper and other athletes with disabilities.
Saatchi & Saatchi has created Toyota's biggest vehicle launch campaign for its 2022 Tundra, which debuted during NBC's "Sunday Night Football" with a 60-second spot directed by Antoine Bardou-Jacquet that reveals the tagline, "Born from Invincible." The action-packed ad features Toyota vehicles that have led to the creation of the 2022 Tundra, with many nods to moments in the automaker's history, including its appearance in "Back to the Future" and a California nurse using his Toyota Tundra to rescue people from a 2018 wildfire.
The advertisement-free version of HBO Max is available at half its normal price until Sept. 26, with subscription discounts lasting six months, as the company tries to lure back customers after leaving Amazon Prime Channels. AT&T's Pascal Desroches said the company's target for 2021 took the 5 million lost subscriptions from the platform drop into account.
Fred & Farid Los Angeles has created an #UnfortunatelyFakeNews campaign for Concern Worldwide that features more than 50 fake news headlines showing what the world's wealthiest could be doing to eliminate extreme poverty. The push features preroll videos with news anchors breaking fake news stories until copy is revealed reading, "#UnfortunatelyFakeNews. Until it's real, please donate."
Adam&EveDDB London has created two 15-second spots for Temptations that introduce the brand's limited-edition "Tasty Human" treats for cats to celebrate Halloween. The ads show cat owners talking about Halloween plans and stocking up on the treats as their feline friends eye them hungrily.
Social listening can provide marketers with valuable insights related to campaigns, influencers and audience sentiment via tools such as Socialbakers, Falcon and Brandwatch, twogether's Fi Shailes writes. Shailes describes how to use social listening to uncover the most popular types of content among target audiences, identify relevant trends and topics, and differentiate messaging from competitors.
A TikTok video on Twitter showing a 12-year-old boy playing a video game and calling out another player for homophobic comments has attracted 3.7 million views. The boy explains what LGBTQ+ means and tries to educate the other player about the trans community, saying at one point, "It's their decision, what's the matter with that?"
The infrastructure bill working its way through Congress promises $65 billion to expand broadband access to the many underserved areas across the US. SmartBrief editor Isabel Kunkle notes that at least two problems stand to complicate matters: the unresolved question of whether states or the federal government should distribute grants and disputes over the best technology to be applied, especially when real estate access is taken into consideration.
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